Niche Art Retail on Social Media

Glassgirl’s Studio & Gallery in downtown West Brookfield Massachusetts is a unique emporium. In an area noted for antiquing, the shop sells a funky collection of handmade jewelry, art prints, and contemporary gifts more common to touristy towns like Northampton or Nantucket. Proprietor Jennifer Geldard, an international glass bead and jewelry artist, says, “its an uber-cool place to stop.” The challenge is attracting customers in a sleepy little town of 3,000. After two years in her current location, she has established a local and regional following. But, don’t think old retail. The savvy merchant brings the buyer into the store the virtual way. The social media sites, Pinterest and Facebook, help a niche retailer reach regular and new clientele.

Geldard is a self-taught lampworker using a propane torch to melt rods of Murano glass around a metal bar into intricate inlay beads. She started her craft 20 years ago, finding a network of artists and collaborators in on-line forums. Attendance at trade shows widened her connections and artistic skills. Geldard has taught bead classes in Switzerland, Germany, Austria, and England. Her customers can shop for jewelry and art illustrations on the shops professional social media pages. Sales are sometimes made with the iPhone app Facetime allowing clients to see the item advertised a lot closer.

Geldard prefers to devote her time in studio to her art. “I am an artist, I don’t want to spend my energy trying to advertise my jewelry and art. I make enough money to pay the costs, that’s all I want to do, take care of the rent so I have the freedom to create. I couldn’t survive here on my art and jewelry alone, I had to bring in the other merchandise to pay the bills. I brought in Rebecca recently to share the retail space. My focus is on being a successful artist. The town supports that after two years of building a following.” Many of her best clients are other glass bead makers. The time, effort, and expertise required to produce a quality finished piece is understood best by others in the profession.

Geldard also wants to do children’s book illustration. She is taking an on-line course from Make Art That Sells with Lilla Rogers. Instructor Gabriella Buckingham says, “it is a unique resource for artists who are passionate about what they do and determined to make a living out of their art while staying true to their style.” The course teaches the artist how to create a professional portfolio and pitch it to an editor. Techniques for selling are learned including how to teach and live feed sketching from in the studio.

Rebecca Fay has taken over a corner of retail space with her Worcester Art & Frame Shop. One more service now offered in town bringing more foot traffic into the store. The shop has some challenges in location being set back on Main Street between Haymakers Grille and Premier Online Services. Geldard has been puzzled how to grow her business as foot traffic is limited to walkers and visitors attending local events.

Links

Glassgirls Studio & Gallery

Jennifer Scott Geldard, Glass Art, Illustration and Design

Make Art That Sells

Worcester Public Library: Privacy Comes First

Worcester, in the heart of the commonwealth, is Massachusetts’ second largest city. Worcester Public Library (WPL) at Salem Square in the downtown district provides services for 181,000 residents. Immigrants may take English language and citizenship classes. Entrepreneurs participate in small business workshops. There are book clubs for different generations of readers. History buffs and genealogists have access to maps, databases and records for Worcester County. The motto of the library is: Your Open Door to Opportunity. The privacy rights of all patrons are an integral part of daily service. When WPL automated materials check in and check out, it gained efficiencies and a deeper layer of security for patrons.

The decision to automate services at WPL is the result of collaboration between former Worcester City Manager Michael O’Brien, city councilors and former Library Director Wei Jeng-Chu. The automated materials handling service (AMH) was installed in April 2013. The Lyngsoe System AMH costs $320,000 and includes radio tags on materials. Danielle Mattei, circulation manager, said the former director called it “the Willy Wonka Machine.” Patrons return materials at the outdoor or indoor kiosk. The interactive keypad offers direction in English, Spanish, Vietnamese and Chinese. A scanner reads a barcode on materials placed in the drop off box and whisks it down a conveyor belt to the appropriate bin.

Head Librarian Geoffrey Dickinson is pleased with the speed of getting materials back out for loan. “WPL has an annual circulation in excess of 900,000 items per year,” said former Circulation Services Manager Anne White. “A returned item passed through many hands and several days before getting back on the shelves. Now everything is completed in less than a day…in August the average turnaround time was down to five hours.”

The check out provided by Bibliotheca Library Systems cost $135,470. Patrons activate the service with a library card and pin number. A scanner reads the barcode. A receipt shows only the name of the items loaned with a return date. There is no name or card number assigned. When the materials are returned, the information is deleted from the records. Any fines are noted on the receipt. The patron may also check material out at the staffed service desk near the kiosk. A librarian at WPL said patrons may want to refer to something previously loaned, but the information cannot be retrieved.

This feature of the drop off and check out systems protects the privacy of patrons. Both the Council of American Library and Association of Librarians strongly recommend “the names of library users to be confidential.” Why? “Intellectual freedom and the right to research can be preserved only if patron privacy is respected,” as stated in the Slate article, June 2015, by April Glaser, “Long Before Snowden, Librarians Were Anti-Surveillance Heroes.” The Patriot Act, passed in October 2001, gave the National Security Administration access to library records under Section 215. This provision expired in June 2015. While active, librarians could be subject to subpoena from FBI for patron records. Librarians were prohibited from telling patrons about the records request. Therefore, the actual number of requests is unknown. In 2005, a library in Bridgeport Connecticut received a national security letter from the FBI for patron data. The library staff “filed a brief in the Supreme Court to challenge the Patriot Act,” said Glaser. In September 2007, U.S. District Judge Victor Marrero heard the case and found the entire national security letter provision of the Patriot Act was unconstitutional. “In October 2001, a University of Illinois survey found that 85 libraries had been contacted with government requests.” The American Library Association released a survey in June 2015 showing that law enforcement officials had contacted libraries at least 200 times since 2001 with formal and informal inquiries about their internal records, Eric Lichtblau wrote in The New York Times.

WPL Privacy Policy “champions the protection of personal privacy.” If a subpoena or letter is served on the library, hoops have to be navigated before data is released. The librarian contacts the City of Worcester Law Department to determine if procedure has been followed. If confirmed, the Board of Directors are notified before the library will comply with the request. This also applies to public searches for information in the library online search catalog and public computers. Within 48 hours, the automated systems wipe the records clean of activity. The FBI and other authorities may want to know what patrons are accessing but at WPL it is almost impossible.

The installation of the automated system did not cause any job loss, Mattei said. In fact, because of the efficiency, Bookmobile city service has expanded. Two libraries on wheels, Libby and Lilly, provide monthly services to retirement homes, community centers and several private and public schools without libraries or librarians on staff. Efficiency in automation also allows the Library to fulfill its goal of maintaining five branches in Worcester. “The WPL is a community center not just for books but technology providing 24 hour service on-line. Technology enhances service, it does not replace it,” said Mattei.

 

 

Mozart’s The Magic Flute ~ Saturday, December 12

Artwork by Peipp

The Metropolitan Opera at New York City will be broadcasting Mozart’s fantastic opera to select cinemas, Saturday December 12, 2015. Showtime at Cinemark Hampshire Mall in Hadley Massachusetts is 12:55 p.m. Click on the link to the Met home page to find the cinema near you.

A Singspiel in Two Acts
Composer: Wolfgang Amadeus Mozart
Libretto: Emmanuel Schikaneder
Premier: September 1791 Austria

“Julie Taymor’s magical production, conducted by James Levine, returns to select movie theaters this month as a special holiday encore presentation.” Met Opera

CAST
Pamina ~ Ying Huang
Papageno ~ Nathan Gunn
Queen of the Night ~ Erika Miklósa
Sarastro ~ René Pape
Speaker ~ David Pittsinger
Tamino ~ Matthew Polenzani